Warburtons, the UK’s leading bakery brand, is once again proving that a well-buttered crumpet and a dash of star power make for a perfect recipe. Their latest campaign stars none other than Oscar-winner Olivia Colman, who brings her signature wit and theatrical flair to a spoof operation that’s anything but ordinary.
In this new advert, Colman takes charge of a fictional agency dubbed the Department of National Treasures (D.O.N.T), tasked with a crucial mission: to determine whether Warburtons' crumpets deserve the prestigious title of "National Treasure." Her investigation leads her through the halls of Warburtons’ headquarters—but not without comedic detours.
Midway through the mission, she slips into a sensual crumpet daydream, complete with steam, slow motion, and a cheeky re-recording of Careless Whisper, featuring the original saxophone player, Steve Gregory. The moment is pure indulgence—until the twist reveals that Colman’s overzealous inspection was merely a ruse to stockpile crumpets for herself.
The campaign, conceived by Joyful & Triumphant and brought to life with McCann Manchester and director Declan Lowney (of Ted Lasso fame), continues Warburtons' playful tradition of pairing Hollywood talent with baked goods. Previous ads have featured Robert De Niro, George Clooney, and Samuel L. Jackson, each lending their cinematic gravitas to promote the family-run bakery’s products.
“Is there anything more iconically British than Olivia Colman eating a crumpet?” said Billy Faithfull, founder and Executive Creative Director at Joyful & Triumphant. “She and Warburtons’ crumpets are both national treasures in their own right.”
Jonathan Warburton, Chairman of the company, echoed the sentiment: “We’re absolutely thrilled to have Olivia on board. Her enthusiasm for the role—and the crumpets—speaks volumes. I might be biased, but I think our crumpets are a delicious symbol of British life.”
With 71% of Brits considering crumpets a cultural staple, the campaign cleverly taps into a sense of national pride, blending humour and heritage in equal measure. And in an age where breakfast choices are increasingly global, Warburtons reminds everyone that sometimes, the simplest pleasures—like a warm crumpet with butter—are worth defending.
